Speaker: Allan Gray, Pricing Scientist

On Demand Webinar

Recently, there has been a surge of interest in “Value Pricing” – the practice of setting prices based on the value a product or service creates for customers, as opposed to a mark-up on costs. The logic behind value pricing is straightforward. Simply applying a standard mark-up to costs leaves untapped value where some customers in some situations would be willing to pay more. Equally, the standard mark-up may drive away customers who would have been profitable at lower mark-ups.

A value-based approach to pricing is extremely useful for Business-to-Business (B2B) companies. Prevalence of customer-specific negotiated prices enables B2B companies to tailor prices to narrow segments and improve profits in the long term.

In this webinar, we discuss:

• Understanding the basics of value pricing

• Challenges in adoption of value pricing
  

• Best practices to address the challenges

• Customer success stories